Cottonelle Bathroom Tissue

This case shows how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market share in the face of intense competition — from P&G’s Charmin on the one hand, and Irving Tissue’s Royale on the other.

Cottonelle Bathroom Tissue

EXECUTIVE SUMMARY

Results Period: September 2002 – August 2003.

Start of Advertising/Communication Effort: September 2002.

Base Period: September 2001 – August 2002.

If I see another puppy or bear or kitten bouncing, playing with toilet paper, I'm going to scream. It's toilet paper, for god's sake. Can't we talk about toilet paper like adults for once? We know what it's for. Why all the cutesy stuff?”

Sandra, aged 42 Focus Group Respondent, Halifax, June 2002

This case will show how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market...

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